Brand Bible : The Complete Guide to Building, Designing, and Sustaining Brands

Cover -- Title -- CONTENTS -- PART ONE: BUILDING BRANDS -- CHAPTER 01 MEANINGFUL MARKINGS AND THE GREAT LEAP FORWARD -- CHAPTER 02 FRUITS OF THE ELIZABETHAN ERA -- CHAPTER 03 POTTER'S GOLD -- CHAPTER 04 TRADEMARKS AND THE GROWTH OF CONSUMER PACKAGED GOODS -- CHAPTER 05 THE BEGINNING OF MANUFACTURER BRANDS -- CHAPTER 06 BREAKING THE MOLD: COCO CHANEL, KRUEGER BEER, AND LACOSTE -- CHAPTER 07 THE GREATEST GENERATION OF BRANDS -- CHAPTER 08 THE EVOLUTION OF REVOLUTION -- CHAPTER 09 BRAND IDENTITY, CONSUMER EXPERIENCE, AND THE INTERCONNECTED PACKAGE -- CHAPTER 10 BRANDAPTATION IN THE TWENTY-FIRST CENTURY -- CHAPTER 11 EMERGING MARKETS: BRIC AND BEYOND -- PART TWO: SUSTAINING BRANDS -- CHAPTER 12 RIDE ME: The Evolution of Branding for Transportation -- CHAPTER 13 CHOOSE ME: The Evolution of Branding Retail Environments -- CHAPTER 14 USE ME: The Evolution of Branding Appliances -- CHAPTER 15 PRETTY ON THE OUTSIDE: The Evolution of Branding Beauty -- CHAPTER 16 THIRST: The Evolution of Branding Beverages -- CHAPTER 17 UNPLUGGED: The Evolution of Branding Electronics -- CHAPTER 18 A BRAND CALLED YOU: The Evolution of Multimedia Brands and Beyond -- PART THREE: DESIGNING BRANDS -- CHAPTER 19 HOW TO BRAND A BOOK: Q&A with Rodrigo Corral, Rodrigo Corral Design -- CHAPTER 20 HOW TO BRAND A RESTAURANT: Q&A with Matteo Bologna, Mucca Design -- CHAPTER 21 HOW TO BRAND A PAPER PRODUCT: Q&A with Christine Mau, Kimberly-Clark Company (Kleenex) -- CHAPTER 22 HOW TO BRAND USABILITY: Q&A with Dan Formosa, Smart Design (OXO) -- CHAPTER 23 HOW TO BRAND A HOTEL: Q&A with Scott Williams (Starwood Properties) -- CHAPTER 24 HOW TO BRAND PACKAGED FOOD: Q&A with Rob Wallace, Wallace Church (Lean Cuisine) -- CHAPTER 25 HOW TO BRAND A BEVERAGE: Q&A with Mike Bainbridge, Sterling Brands (Tropicana).